How to measure customer satisfaction with email signatures

UPDATE (September 22nd, 2017): We’ve teamed up with Customer Thermometer and CrewHu to allow more seamless implementation of CSAT surveys in email signatures. Click here to learn more.

There are many different ways to check if your customers are happy. This article presents how to measure customer satisfaction with email signatures. This method requires CodeTwo Exchange Rules for Exchange Server or CodeTwo Email Signatures for Office 365 if you have an Office 365 organization. This idea has been inspired by one of our customers, who implemented customer satisfaction feature to their email signatures using our software.

How to Measure Customer Satisfaction with email signatures

Getting feedback from your customers (both positive and negative) lets you measure their satisfaction. You can use this knowledge to reward your employees for effective service and guarantee an even more user-friendly experience for your clients.

The problem is, clients usually do not get the chance to rate the customer service. And when they do, they get a standard customer satisfaction questionnaire they almost never fill. Usually, there are two situations in which people are likely to send you an elaborate opinion: if they are exceptionally happy or if they are furious. Unfortunately, analyzing occasional outbursts in social media and the few enchanted customers’ opinions does not give you the full picture. The solution I am proposing below gives a high response chance and is easy to implement. The approach I present is a way to measure customer satisfaction without surveys in the traditional sense. Mind that you can freely modify the solution to suit your needs.

How to measure customer satisfaction on Exchange Server

To implement this solution, you will need CodeTwo Exchange Rules and an online survey creation tool. When it comes to surveys, there are many options out there. For this article, I use a free plan in Survicate service. Which tool and option you choose, depends on your needs and preferences. If you are looking for advanced reporting features, like automatic alerts and easy integration with our program, you should take a look at CrewHu or Customer Thermometer. Both alternatives offer free trials for their services so that you can test drive them and decide whether they are for you or not. Although there are many other survey creating options out there, not any of them will do. Mind that the service must enable creating one-click surveys or embedding questions in emails. That is because you will need links to separate customers’ answers for the following solution to work.

Part one – create surveys and modify Active Directory users

  1. I start with creating a survey for each employee in the Customer Service department. Surveys can have any name, “Customer Satisfaction” with the employee name seems to be fitting. It can have a single question and three possible options: Great, OK and Bad. I write down the links to each answer for each employee.
  2. I need to access Active Directory Users and Computers (e.g. by pressing Windows Key + R combination and entering dsa.msc)run Active Directory Users and Computers
  3. Then, edit properties of a member of the Customer Service department by right-clicking the user and choosing Properties.
    Active Directory Users and Computers - properties-1
  4. In the Attribute Editor, I set values for extensionAttribute10, 11 and 12, assigning them links created in step 1. I repeat the steps for all members of Customer Service, remembering to use the same attributes numbers.
    Active Directory Attribute editor custom attribute

Part two – set up a rule in CodeTwo Exchange Rules

  1. Next steps are done via CodeTwo Exchange Rules Administration Panel. First, I open the Rules tab and create a new rule: Customer Support email signature – measure satisfaction. I place the rule just above the one which creates the current email signature for my Customer Service.
    How to measure customer satisfaction with email signatures in Exchange 01
  2. In conditions, I apply the rule to senders who match AD filter [Department] equals ‘Customer Support’ (you can also choose members of a certain distribution group, depends on your AD infrastructure). The second condition is when the email body contains keyword [ticket closed]. I set the rule to delete this phrase automatically. Thanks to the second condition, the email signature with customer satisfaction buttons will be added only to emails sent upon closing a case. Because of that, customer will not rate their experience before the experience actually happens.
    How to measure customer satisfaction with email signatures in Exchange 02
  3. Now I go to the next tab and add the Insert signature I choose the same template which is used for my standard Customer Service signatures and click Edit…
    How to measure customer satisfaction with email signatures in Exchange 03
  4. I write down a question about the customer experience and add three emoji subtitled as Great, OK, and Bad. I click on each emoji and Insert hyperlink. For the time being, in the URL address field, I write the name of the corresponding button’s name.
    How to measure customer satisfaction with email signatures in Exchange 04
  5. I turn on the HTML source code editor (</> Source>) and find the names. As you can see, hyperlink tags (<a>) are already here, and they include the subtitles from the previous step. Instead of those names, I insert AD placeholders specified in step 4. For example: I highlight Great, go to Placeholder > Message sender > Exchange attributes > ExchAttr10. I repeat those steps for each linked image. When all images are linked, I save changes and close the editor. Additionally, I enclose all buttons within {rt} tags. Thanks to that, if a member of the Customer Service does not have the survey set up, the buttons will not show up.
    How to measure customer satisfaction with email signatures in Exchange 05
  6. Finally, in the Options, I choose to stop processing next rules if the rule is applied and go to the next rule if it is not. Because of that, the standard email signature for Customer Service will not append to the email signatures with the satisfaction buttons. Let’s not forget to save changes in the editor and to submit changes done in the rules.
    How to measure customer satisfaction with email signatures in Exchange 06

Part three – test the satisfaction rating buttons

  1. The last step is to test if everything works and looks well. Linda T., a member of my Customer Service team, will send an email to herself. She includes the phrase [ticket closed] so that the buttons will be added. Here is how the message looks like:
    Customer satisfaction test in Outlook 2
  2. As you can see, the recipient cannot see the phrase, but the buttons are there, just waiting to be clicked. Let’s click one of them and see what happens:
    Thank you for rating our Customer Service

The thank-you page is opened in the browser, and the rating is updated in the reporting tool of the survey service.

The test is complete, and everything seems to be in order. Personally, I would also add an exception to the rule: Recipient is internal. Thanks to that, the employees will not be able to send emails with the rating buttons to themselves or their colleagues. You could also block the survey service domain completely for all internal users.

The keyword or keyphrase initiates the rule can also be added by the software automatically, upon the conditions you specify.

Measure customer satisfaction on Office 365

You can measure Customer Satisfaction in Office 365 in a similar manner. Instead of CodeTwo Exchange Rules, you will need CodeTwo Email Signatures for Office 365.

Part one – create surveys and configure users

  1. Using the survey tool, I create a Customer Satisfaction questionnaire with three choices, Great, OK and Bad. When it is ready, I copy the links (to a txt file, for example) and go to my Office 365 Admin Center.
    Office 365 admin center users
  2. I choose a user and go to Mail Settings > Edit Exchange Properties
    Office 365 admin center edit user
  3. In the new tab, I choose to display More options… and add links in the custom attributes fields. Save the changes and repeat for all users.
    Office 365 admin center edit Exchange attributes

Part two – configure CodeTwo Email Signatures for Office 365

  1. I log into the User Panel and click the Manage tenant button, next to my tenant.
    Customer Satisfaction in Email Signatures for Office 365 01-1
  2. On the User AD attributes & Tokens tab, accessible from the left menu, I choose Synchronize attributes on the bottom of the page.
    Email Signatures for Office 365 02-01
  3. An installer will be downloaded. I run it, follow instructions in an easy installation wizard, and turn the App on.
    Email Signatures for Office 365
  4. In the app, I insert my Office 365 Amin’s Credentials and Synchronize. Now, custom attributes I specified in the previous section will be available in the signature management application.
    Email Signatures for Office 365 05
  5. Back in the User Panel, I turn on the Admin Console so that I can manage email signatures for my tenant.
    Email Signatures for Office 365 07-1
  6. I add a new rule with the + button, add a fitting name and a description. Using arrows, I place it just above the Signature for Sales Department.
    Email Signatures for Office 365 08-1
  7. In the senders’ scope, I add the Sales Team.
    Email Signatures for Office 365 09
  8. In the Keywords tab, I add a condition which applies the email signature with customer satisfaction buttons only when there is a [ticket closed] keyword in the body or subject of an email.
    Email Signatures for Office 365 10
  9. Next, in the Design tab, I add rating buttons using the Insert Picture option. After that, I highlight the first button, click insert hyperlink (or use Ctrl + k key combination) and write GREAT in the URL address field. Repeat with the other buttons. Finally, I access the HTML source code.
    Email Signatures for Office 365 12-1
  10. Now, instead of an actual link, I want to point to a custom attribute I defined in step 3. I highlight http://GREAT and using the AD Attributes I substitute it with the right placeholder.
    Email Signatures for Office 365 13
    Again, time to repeat the rest the other buttons. Next, it is time to save the changes in the HTML source editor and close it. Then, save the changes in the signature editor. When you are done, you can submit the changes to CodeTwo Azure servers
  11. Now I send the email, including [ticket closed] keyword in the message topic. That is how the email looks like:
    Measure Customer Satisfaction in email signatures OWA

Modify the solution to your needs

CodeTwo Exchange Rules and CodeTwo Email Signatures for Office 365 give you the chance to customize my method freely. The effect you achieve might be completely different than the one I present, it all depends on your needs and the survey tools you use.

First, you have to think about what you want to achieve. Do you want to measure customer satisfaction for the whole team, or for each employee? Thank-you page can include a link to another, more detailed survey. Maybe you want to simplify voting for the Employee Of The Month title? No matter which option you choose, you can use the CodeTwo tool to achieve it.

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